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Diane Publishing Books
Benetton: The Family, the Business, and the Brand
Jonathan Mantle (au)
Benetton: no other name embodies so many contradictory qualities, or has quite the ability to charm & shock, to both subvert & preach conformism, to blend radicalism with conservatism. This is the real-life, rags-to-riches story of an extraordinary family & the business they have built from humble origins into a skillfully orchestrated global phenomenon. The Benettons were a bereaved Italian family who faced poverty in a land ruined by WW2. Today they supply thousands of shops in 120 countries selling everything from soft fabrics to colored condoms. Theirs is a saga of endeavor & success, hard work, outrageous invention & calculated risk-taking -- & of terrorism, adultery, court hearings, alleged Mafia connections & scandal.
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